Classic, below-the-line and online measures are used. The latter will be realized in collaboration with Orange8 Interactive. Creative Director Gabriel Peisker's team is already working flat out on the campaign implementation, the advertisers wrote in a press release on Monday. The launch is scheduled for April 2010.

The Master of Swiss Web for the best Swiss web project of the year will be awarded for the tenth time on March 25, 2010 at the Kongresshaus Zurich. Best of Swiss Web is celebrating its birthday with an "Award Night" under the motto "The Web of the Pioneers, the Pioneers of the Web". The anniversary will also be celebrated with the special category "Simply the Best": Portals that wrote Swiss web history and shaped the pioneering days of the web - whether they still exist today or not - are to provide a nostalgic and perhaps tongue-in-cheek look back to their childhood, the organizers wrote in a press release on Monday.
The Best of Swiss Web Association supports the Swiss e-business, Internet and mobile industry with this award. The aim of Best of Swiss Web is to promote transparency and quality standards in the Swiss web and ICT industry and to offer attractive networking opportunities.

The magazine convinced the jury with its innovative basic idea as well as its high journalistic and design quality, according to a press release issued on Monday. The publication was launched by Phonak in January 2007 to bring readers closer to the facets and fascination of hearing. The magazine is published quarterly in German and English and is available at newsstands or via Hear-the-world.com. The net proceeds from subscription sales go to the Hear-the-World-Foundation, which supports hearing-related projects worldwide.
The Econ Awards are presented annually by Econ Verlag and Handelsblatt for outstanding projects in corporate communications. In total, the jury awarded the trophies in nine categories: four platinum, seven gold, six silver, seven bronze and four special awards. The winners and shortlisted projects will be published in the Yearbook of Corporate Communications, Volume 03, which is available in stores now.

> To the list of winners

Their websites were in line with the jury's requirements and thus with those of potential customers, according to a statement. This is because the jury consists of marketing decision-makers from the industry and thus the most important target group.
The following agencies were awarded for their website:
Winning Network Agencies:
Leo Burnett: Gold
Publicis Germany: Silver
Euro RSCG Germany: bronze
Winning owner-operated agencies:
Kempertrautmann: Gold
Kolle Rebbe: Silver
Service Plan Group: bronze
Gingco.Net: bronze

The phrase "having a pig" probably has its origins in the Middle Ages. Back then, the worst performer in popular games was said to have received a piglet - accompanied by mocking congratulations. For the losers, the pig was nevertheless an unexpectedly acquired object of value. Others claim that wandering students in the Middle Ages received a piglet with wishes for good luck and well-being as a reward for agricultural help. Whatever the case may have been, it was only a small step from the pig as a symbol of happiness to the piggy bank - after all, money makes you happy. It is said that the pig first appeared as a piggy bank around 1700. Long story short: pig = piggy bank = money. Until recently anyway. A lot has changed since the outbreak of swine flu. Take a look at the current KPT health insurance advertisement below, for example - a pink pig with an insidiously friendly face, hovering menacingly over a small, petite girl...think You is that when you think of saving money?

The sale is the company's response to the massive decline in advertising expenditure and the tough price war in Hungary, according to a statement from the out-of-home advertising company. The sale will result in a loss, as a consequence of which the Group expects a negative net result for 2009. "Affichage Holding is consistently pursuing its goal of reducing costs and increasing its profitability," said Christian Kauter, Delegate of the Board of Directors and CEO. The sale of the Hungarian holdings will make an important contribution to this. In future, Affichage will focus even more strongly on countries whose markets promise growth and returns.
In the first half of the year, Affichage recorded a slump in profits of a good 60 percent to 5.9 million francs. Sales fell by 22.5 percent to 172.6 million francs.

Sportwoche - the definitive name will be announced at the beginning of December - will be published with an initial circulation of at least 75,000 copies. In addition to a national presence at newsstands, the aim is to rapidly build up the subscriber base with numerous activities. Extensive background reports on the subject of sport, features, interviews and entertainment elements will, according to the press release, keep the general public interested in sport interested week after week.

How do I advertise alcohol? The product can be inspiring, but the reality is sober. If you want to advertise alcoholic drinks, you can't mention the name at the crucial moment, you can't promise too much pleasure - and, above all, you can't benefit from the brand value that has already been built up. An ideal starting point for guerrilla marketing, said Numéro 10, who turned the secret of their brand into a program and developed a contest to find a new secret agent. Whoever makes it to the website in a test that is as amusing as it is tough can say "My Name is B". My-name-is-b.ch can create. A public vote awaits there. Until November 26, the public can decide which three agents will be allowed to travel to Berlin for the bond-styled final, where they will "save the world" in a spectacular 600-hectare action area. Each agent is supported by a B-girl. A stylish "B-Night" will then be held in December as a party for all those who have since received a viral invitation. The action is advertised with 5,000 DVDs and an informative B(ond) film by Buzzilla. There are also banners and an advertisement on 20 Minuten. All these measures have resulted in the click rate for voting already being "eight times higher" than for other competitions. pan

In addition to the new design, there is also a blog with quirky videos and news from the world of sport. Peter and Lukas Wider will be supported in their blogging by Mueter Wider. And test driver Wider will have his say with text reports. The new site will also contain information about products, events and offers.

Responsible at Sportplausch Wider: Peter Wider (owner), Lukas Müller (managing director and web publisher). Responsible at the Y&R Group: Markus Gut, Andreas Widmer (overall responsibility), Oliver Glutz von Blotzheim (AD), Sina Wiederkehr (Web Publishing & Flash), Isabelle Bischoff (Flash), Robert Seidl, Matthias Rambold (Programming), Thomas Steiner (Consulting).

Nine years ago, on the initiative of the Dutch corporate publishing association "Smin," specialists in the communication discipline of corporate publishing - internationally known as customer publishing (or custom publishing) - met in an old villa near Amsterdam. Since then, they have been meeting every six months in a major city, London, Munich, Madrid, Zurich, Prague, Liublijana, Brussels or Stockholm. They exchange experiences and know-how, formulate trends and define joint activities. The participants are representatives of the national associations in which the specialized corporate publishing agencies are organized, as well as specialized providers from countries (so far) without their own corporate publishing association, for example from Spain or the Czech Republic.
The current organization of specialists
This international grouping is a loose federation of nationally formed associations. Initially, it was called the European Custom Publishing Forum (ECPF). Since 2007, the name of the association has been International Customer Publishing Forum (ICPF), as specialists from the USA, China and South Africa also participate. Around 20 countries now participate in the exchange of know-how and the activities of the ICPF. Interestingly, the innovative approaches rarely if ever come from the USA, but from the European region. Switzerland has been represented at these international meetings from the very beginning. In terms of associations, Switzerland belongs to the Forum Corporate Publishing (FCP), the only corporate publishing association that is formed on a transnational basis: the specialized providers from Germany, Austria and Switzerland are united in the FCP, which was founded ten years ago and has its office in Munich.
Budget Shifts
The recent exchange in Vienna revealed clear trends and unanimous assessments as never before in the nine years of international exchange. A budget shift is clearly evident in all countries: Budgets from advertising budgets, direct marketing budgets and other communication disciplines are shifting to so-called storytelling projects with authentic content, i.e. to journalistic storytelling, i.e. corporate publishing or custom publishing print and online. In concrete terms, the classic image brochure is being transformed into an annual publication with a journalistic narrative, the catalog of products and services into a sales publication explaining the background and provenance of the products, and the commercial film into a corporate film with a documentary orientation or a story that is declared to be fictitious but is set entirely in reality (see the article "Corporate Publishing and the Moving Image" on the opposite page). In any case, corporate publishing providers are increasingly being approached and commissioned for online and print publishing in internal communications. The corporate publishing providers are experiencing these budget shifts both in their daily work, the increasing inquiries, but also the studies in the individual countries prove this quite clearly; according to the current CP Barometer of the European Institute for Corporate Publishing, which is conducted twice a year with the participation of one hundred companies and service providers.
Tight budgets
In addition to the encouraging situation of these budget shifts, it was unanimously reported by all representatives sitting around the table: Customers are being more conscious with their budgets, and budgets are being negotiated harder. In order to save money, one or two established custom publishing projects are cutting back on one issue per year, for example, or the number of pages is being reduced. The budget portions saved in this way are very often spent on online content as part of cross-media publishing. In other words, online publishing still does not have its "equal" budget share on average. People want it, but budget increases for online publishing are (still) too rare. The budgets for moving images, i.e. corporate films, may be an exception.
Difficult times for publishing
If the positive situation for corporate publishing activities was confirmed in unison in Vienna, the reports on the publisher-based projects differ just as little: Particularly from countries with large home markets such as Germany or the UK, where partial financing by third parties, namely in national customer magazines or co-branded magazines, is much more part of the everyday publishing routine of corporate publishing providers than in countries with small home markets (Switzerland, Holland, Belgium, etc.), the bad news comes: The financially publishing projects are doing badly in contrast to the classic corporate publishing measures (fully financed by spoken budgets of the publishing companies). Here, the economic situation "clears the air". Publishing projects that are (partially) financed by advertisements stand on feet of clay. This is not bad news for corporate branding - corporate publishing is one of the best branding measures, but only if no false compromises have to be made due to financial constraints. In other words, where the corporate publisher provider is thrust into the role of publisher and the budgets for the project are not properly spoken for, publishing products are in a current bind and face a highly uncertain future.
Industries and pitches
Interestingly, all participants in Vienna saw the same sectors as resistant to the crisis: The public sector, the world of service providers, but also associations and non-profit organizations, as well as the healthcare sector, are showing unbroken growth in their corporate publishing activities. A typical example from Holland was a brand-new, very innovative publication from the Cancer Center in Amsterdam: The way in which patients are addressed is both knowledgeable and engaging, and the magazine not only demonstrates medical expertise but also takes patients seriously. On the other hand, industries such as tourism, retail, mechanical engineering and the automotive industry are in a bad way, as the participants in Vienna jointly stated.
There were several reports on pitch behavior in Vienna: Today, companies looking for a corporate publishing provider partially refrain from elaborate pitches, which are counterproductive for all sides. Such economically sensible companies also evaluate carefully in the market, but leave it at intensive discussions to get to know each other.
ICPF Projects
In addition to the once again fruitful exchange of know-how, three projects were envisaged in Vienna: An ICPF website in the sense of an overarching umbrella for the national corporate publishing associations, an international "Best of the Best Award" for publishing products that have already won national awards, for the first time under the auspices of the British association APA at the end of 2010 in London, and international media work under the project management of the FCP in
Zurich.
Viviane Egli, Primafila AG
[email protected]
Viviane Egli has been working in corporate publishing for twenty years and represents Switzerland in the ICPF on behalf of the FCP association.

After Solothurn, Nyon and Winterthur, Bern is also becoming increasingly important as a new backdrop for creative short films. In October, the festival with the elevated title Shnit ensured a colorful autumn for the 7th time. 80 competition films from 3,500 international submissions were allowed to compete for a very handsome prize money of 45,000 francs. The genre of the film is "irrelevant". The main thing is that the film is "shnittig". A total of 250 short films provided creative entertainment for over 22,000 viewers. A well-received cultural commitment for the main sponsors Valiant and Coop. Numéro 10 provided communication support for the event, using various guerrilla campaigns. For example, three-dimensional objects with posters were set up and dismantled at key locations at short notice. Feature films were creatively chopped up and recut. The trailers have lived on as viral spots ever since. The festival has also spread into the real world. This year, Shnit also premiered in Cologne at the same time. pan

Corporate publishing specialists are gradually and increasingly incorporating storytelling in moving images into their cross-media concepts. This is because corporate film is on the rise, both in the B2B and B2C sectors. Corporate publishers are mainly active in the moving image sector within the framework of their existing customers, generally offering conception and scripting and working out the realization together with specialists in this field (film production companies, etc.). Corporate publishers who have made a name for themselves in print through outstanding concepts are predestined to shape corporate films through strong stories and good documentation. Because, according to Rita Kovacs, Managing Director of the Swissfilm Association:
"A vividly told story often gains the attention and concentration of the audience more easily than a sober speech."
The fact that corporate film is on the rise is also shown by the differentiated terminology and jury categories that the Swissfilm Association is using for the first time in connection with Edi.09: Corporate film was assessed and awarded in three categories this year: corporate film with a focus on image, with a focus on marketing and in the third category with the aim of internal communication or training. For the first time, corporate publishing know-how was also represented on the jury. The fact that there are new distribution options, namely via platforms for television on the Internet, is beneficial to the medium of corporate film, especially in the B2C film category, which has been the most difficult to distribute to date.
Viviane Egli, Primafila AG
[email protected]

The film "Back to the Future" by the Fenaco organization, which campaigns for domestic production in Swiss agriculture, has just been awarded the Gold Edi.09 for best corporate film in the Image category - a story about the innovative ways of Swiss farmers, independently conceived and told with humour and subtlety.